Back to the Future: Boyds’ Response and Industry Petition to Armani’s Letter

Published in WWD on April 3rd is an open letter written by Giorgio Armani. It addresses the most fundamental issues plaguing our great industry and also commits his company to the solutions that he sets forth. By way of this response, Boyds wholeheartedly endorses his vision and invites all like-minded retailers and wholesalers to join our petition by clicking the link below.

Beginning in the early 2000s, marquee fashion brands partnered with the major department stores to execute a new strategy that involves more frequent selling campaigns and product deliveries throughout the course of each season.

This new approach has devastated our industry, beginning with the logistical challenges and requisite travel expenses associated with buying product so frequently, and resulting in a viscous cadence that has pumped our industry with superfluous amounts of unseasonable, and therefore, undesirable merchandise. Consequently, it has created an overly promotional retail environment which has an omnipresence that is unsustainable. It has also stretched creative directors past their artistic limits, leaving them no choice but to present ideas which are not consistently reflective of their true talents.

In order to support the realignment and profitability of our entire industry, we, along with Mr. Armani, believe that all brands’ selling campaigns should only occur two times per calendar year and should take place during a coordinated and concise time period so that retailers and wholesalers can be most efficient with their schedules and travel budgets. Additionally, brands should present their pre-collections and main collections simultaneously, which will maintain a constant flow of relevant merchandise.

Regarding sale season, Spring and Fall promotional periods should “go back to the future” by beginning after the July 4th holiday and New Years holiday, respectively. This shift will enhance the credibility of full-price selling seasons. Lastly, to better align all products with the commercial and regular-price selling periods, retail buyers should rearrange their budgets by allocating a greater percentage of their seasonal commitments to the main delivery, not the pre delivery.

Obviously COVID presents our entire industry with myriad challenges, but it also poses this one-time opportunity to effectuate meaningful and long-overdue change. Whether you are a retailer or a wholesaler, big-box or a specialty store, if you agree with our proposals then please sign this petition so that we can all enjoy and prosper from this more practical and profitable approach.

Yours Passionately,

Kent Gushner, Boyds

President, 3rd Generation